Apple TV Set-Top Box Predicted to Sell 4 Million Units, Grab 32% Market Share in 2011

Market research firm Strategy Analytics today reported on the release of its new research report covering "connected TV players" such as the current Apple TV and Roku boxes. According to the report, Apple is predicted to reach sales of four million Apple TV units for 2011, leading the way in a rapidly-growing market with a 32% share.

“Apple is leading this nascent market, which it still considers a ‘hobby’.” says Jia Wu, Senior Analyst at the Connected Home Devices (CHD) service. “As Apple prepares for its expected launch of smart TVs in 2012, rival platforms must accelerate their development plans to keep Apple from running away with the connected TV business, as it has done in smartphones and digital music.”

The report also notes that Apple TV users tend to spend more money on TV shows and movies than users of other set-top connected TV players, with 30% of Apple TV owners reported have rented content compared to 20% of owners of other devices.

Overall, Strategy Analytics estimates that the market for connected TV players has doubled this year, reaching almost 12 million units on the momentum of considerably lower pricing compared to previous years. The current Apple TV debuted in September 2010 priced at just $99, substantially cheaper than the $229 price tag on the original hard drive-based Apple TV.

Apple has long considered the Apple TV to be a "hobby", but rumors are increasingly pointing to the debut of a connected television set from Apple as soon as late next year. Such a device would presumably integrate many of the aspects of the current Apple TV box such as iTunes Store access and streaming from iOS devices directly into the television set. Apple is also said to have been working on revolutionary Siri-powered voice input for interacting with the television.